Most web experiences today are designed to be responsive, scaling to optimize content from desktop to mobile. This approach is a way of taking into consideration the context of the user’s device, and it’s a good start. But a more comprehensive context awareness, an evaluation that considers not only the device but the full context of the user, can give us so much more: we can work from a truer-than-ever-before user reality, which affords us many more opportunities to reach that person in ways that are more useful and a whole lot more meaningful.